Most agencies will count a call that lasts 45 seconds or longer, for example, as a conversion. But we try to minimize false leads by hiring a designated team to listens to the calls that come in from an ad and give it a score. Our call rater team also gives us the added bonus of helping us to uncover any issues that might be negatively affecting conversion rates during the calls (like an automated answering machine that is confusing people, for example, or low quality leads who are asking for something different than what your business sells, etc.).
Technically, you’ll start to see results right away; however, it takes about 90 days for a campaign to “normalize” to the point of understanding how it will perform long-term.
Your Main KPI - For eCommerce the main KPI is ROAS, and for Lead Gen the main KPI is CPL.
If you have a large customer list, and if your Google account is eligible for "customer match," then you can implement some cross-selling and retargeting campaigns. Because the audience size is limited and much smaller than an audience found on Google, we won't need a large budget for this strategy. After about a month or two of gathering conversion data, we can also create a "similar audience" based on the customer list. Similar audiences are often effective, and we will incorporate it into our proactive targeting campaigns.